Connected TV Marketing Association @CTVMA

  CTV Creative Showcase As a long-time Cannes Lions attendee and Creative Director at Saatchi & Saatchi, I’ve spent over a decade watching our industry redefine what television advertising means. The Croisette may not have changed much, but the screens we create for—and the minds we aim to move—certainly have. Today, the 30-second TV commercial doesn’t stand alone. It competes in a complex new ecosystem, where Connected TV (CTV) has become the most powerful, data-rich canvas for brand storytelling. CTV isn’t just the next evolution of television—it’s the reimagination of it. Over the past ten years, I’ve seen this transformation not just from the festival stage or jury rooms at Cannes, but from inside the war rooms of campaign strategy meetings, where brands now demand measurable creative outcomes alongside big emotional ideas. Our work with partners like Teads and others at the cutting edge of CTV delivery for luxury brands has shown just how far the boundaries can stretch. Pr...

  In 2025, the TV and streaming industry is undergoing a series of significant changes, driven by advancements in technology, evolving consumer preferences, and strategic shifts by major media companies. The CTVMA will be playing a pivotal policy role in supporting data transparency, compliance and distribution compatibility on smart TV platforms in 2025. Here’s an expanded look at the key trends shaping the future of television and streaming: Streaming and Measurement Focus Streaming TV platforms continue to dominate the media landscape, with companies like Disney, NBCUniversal, and Roku at the forefront of innovation. These platforms are not only expanding their content offerings but also introducing new ad formats to attract advertisers. For instance, Disney is developing products to tackle data fragmentation and offering biddable live sports deals, while NBCUniversal is enhancing its Peacock platform with live event ad formats. Concurrently, alternative measurement providers su...

                                                                                                                                                                      Data Partners The Connected TV Marketing Association (CTVMA) is thrilled to announce the launch of a new initiative aimed at fostering the growth and development of the connected TV (CTV) ecosystem.  This initiative is designed to assist smart TV platforms, streaming services, media agencies, and adtech companies by enhancing our global brand market visibility, to ensure our accuracy of reporting, yields and inv...

  Our 2024 glossary covers a wide range of new terms and concepts essential for professionals in the connected TV advertising, streaming TV, and programmatic advertising industries. 1. Connected TV (CTV) A television set that is connected to the internet, allowing viewers to stream content from various apps and services. 2. Over-the-Top (OTT) Content provided via internet streaming services rather than through traditional cable or satellite television providers. 3. Addressable TV A form of television advertising that allows advertisers to show different ads to different households watching the same program. 4. Advanced TV A broad term that includes addressable TV, connected TV, OTT, and other forms of digital television delivery. 5. Linear TV Traditional broadcast television programming where content is scheduled and viewers watch at set times. 6. Video On Demand (VOD) A service that allows users to select and watch video content when they choose, rather than at a scheduled broadca...

                                                                                                      'Project Halo' Since January, the CTVMA has been working on its new streaming audience data paywall with data engineers in Singapore, known as 'Project Halo,' the service will include global OS device figures for publication in its paid research area for clients.   Streaming Audience Data The service will allow members of the CTVMA to share their data as part of its future revenue-sharing business to allow streamers and OS devices to publish their data on a trusted central resource hub.  It will also enable comparisons of audience across devices for both SVOD and FAST platforms. Streaming services need to provide med...

  Smart TV Gaming Hubs Cloud gaming on smart TV gaming hubs, facilitated by partnerships between major players like Samsung, LG, HiSense, Sony PlayStation, Microsoft Xbox, SEGA, Nvidia GeForce, and global gaming publishers such as EA, SCE, Epic Games, Blizzard, and Nintendo, are set for substantial growth in the coming years.  These partnerships are instrumental in bringing high-quality gaming experiences directly to users' living rooms, eliminating the need for expensive gaming consoles or powerful hardware.  Online Multiplayer Cloud Games As internet infrastructure continues to improve globally, more players are embracing cloud gaming as a convenient and accessible way to enjoy their favourite titles without the constraints of traditional gaming hardware.  Popular Games in Cloud Gaming Some of the most popular games in the cloud gaming space include titles like Fortnite, Call of Duty, FIFA, Apex Legends, and League of Legends, among others. These games offer immers...

STREAM ON 24 Join us for an unforgettable evening of celebration and recognition at The Stream On Awards 2025 – the premier event honouring excellence in connected TV advertising and streaming entertainment. Set against the breathtaking backdrop of Barangaroo Sydney, this prestigious awards ceremony will bring together industry leaders, creative innovators, and forward-thinking professionals from across the globe.   Event Details: New Date: September 2025 Location: Barangaroo Sydney Audience: Streaming entertainment and creative ad professionals across ad tech, gaming,programmatic, smart TV, OEM, live-streaming performing arts, operating systems, writers, directors, engineers, broadcasters, telcos, media, producers, publishers, studios, and streamers.  Categories for Company Nominations: - Best Original Content Series  - Best Sports Streaming Platform  - Best Performing Ad Tech Platform  - Outstanding Streaming TV Platform - Best Performance Cloud Video Game...

  AD FORUM 24 The Connected TV Advertising Forum 2025 brings together the world's leading CTV marketers, innovators, and ad professionals. Set against the stunning backdrop of Barangaroo Sydney, this event promises to be a game-changer for the connected TV advertising ecosystem.  The Event Our forum offers invaluable insights, networking opportunities, and actionable strategies for companies to navigate the ever-evolving global landscape of connected TV advertising.  Key Details: Date Schedule:         September 2025  Location: Barangaroo, Sydney Australia Format: In person and live streamed Brand Marketing, B2B Cloud professionals in Ad Tech, Programmatic, OEM Hardware, Operating Systems, Broadcasters, Telcos, Media Buyers, Publishers, Studios, and Streamers with 35 Asia-Pacific Guest Speakers, 3 International VIPs. Attendees: 650 attendees in person, with live streaming to a global B2B professional audience estimated at 11,500 o...

                                                                                                 Group Brands Connected TV (CTV) advertising categories can vary depending on factors such as audience demographics, consumer behavior, and industry trends. However, several categories tend to be consistently popular among brands due to their broad appeal and effectiveness in reaching target audiences.  Here are some of the most popular connected TV advertising categories by brand:  Consumer Goods and Retail Brands in the consumer goods and retail sector, including food and beverage, household products, apparel, and electronics, often invest heavily in CTV advertising to showcase their products and drive sales. These brands leverage CTV to re...